The Impact of AI Advisory System on Shopee on Customers Purchasing Intentions
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📑 Trích dẫn đầy đủ (citation)
APA-like:
Trieu, Mai Anh (2025). The Impact of AI Advisory System on Shopee on Customers Purchasing Intentions. Final Year Project (FYP), ĐHQG Hà Nội. http://repository.vnu.edu.vn/handle/VNU_123/173039
Việt Nam (chuẩn TCVN 5453:1991):
Trieu, Mai Anh. The Impact of AI Advisory System on Shopee on Customers Purchasing Intentions. Final Year Project (FYP), 2025. ĐHQG Hà Nội. Truy cập từ http://repository.vnu.edu.vn/handle/VNU_123/173039.
Tóm tắt
This study was conducted with the main objective of evaluating the impact of AI advisory systems on purchasing intention in the context of e-commerce, with Shopee as the research platform. Beyond direct effects, the study also explores the mediating roles of Attitude Toward Using Shopee and User Satisfaction in the relationship between system perceptions and purchasing decisions. The research employed a quantitative survey method with the participation of 239 Shopee users, primarily based in Vietnam. The collected data were analyzed using descriptive statistics and the Partial Least Squares Structural Equation Modeling (PLS- SEM) approach to test both direct and
 indirect relationships among constructs.